On a recent consulting engagement the following question was posed to me: “How many breweries have I visited in my career?” I never actually counted the number of breweries I have seen, the question caused me to stop and think.
The very first brewery I visited was the Jos. Schlitz Brewery in Milwaukee. I was there for a job interview. My schedule was tight so I did not get much of a tour, but I did eat in the employee cafeteria. While there, I drove by Pabst Brewing Co. Both of these breweries were at, or near, the height of their business. In fact, Schlitz was a strong number two in the US, and Pabst was not far behind.
A little over 10 years later, I visited Schlitz again. This time the brewery was being shut down by Stroh Brewing Co. who had recently purchased Schlitz. The brewery was a ghost town, empty desks, trash still in trash cans, and executive offices left in a mess. It was a sad sight. The brewery has since been converted into retail, offices and apartments. The Pabst Brewery was closed in 1997 and now the facility has been converted into a hotel and retail shops.
My next brewery visit was Lone Star in San Antonio. The brewery was not as modern as Schlitz, and Buckhorn Hall of Horns Bar, a tourist attraction, was on the property. The brewery grounds were one big picnic area with a huge pool which was packed with people during the summer months. What a great promotional tool! The office of the chairman/founder, Harry Jersig, was immense, and to this day, the largest office I have ever seen. His square footage was bigger than my house! The brewery today is empty and gutted.
Pearl Brewing Co., close to Lone Star and the home of the Jersey Lily Bar, is now retail shops and apartments too.
Coors in the 70s had a great program. All wholesaler sales people had the opportunity to visit the brewery after working at the company for one year. Coors treated its visitors like kings as everyone got a personal tour through the brewery. The highlight was drinking beer out of a small facet while the beer was on the way to packaging. It was as fresh as beer could get. Everyone stayed at the Pig and Whistle motel, a small establishment built in the 30s. We were served the largest T-bone steaks with cold Coors drafts. All the employees came back fired up to sell more Coors.
By 1980, there were less than 50 operating breweries in the US. Throughout the years, I have visited: Shiner, Modelo, Pacifico, Femsa, Sierra Nevada, Anchor, Mendincino, Stone, Rogue, Portland, Bridgeport, Olympia, Rainer, St. Arnolds, Texas Brewing, Stroh, Great Grains, Stevens Point, Pittsburgh, New Belgium, Flying Dog, Warsteiner, Krombacher, Veltins, Bitburger, Peticolas, Rahr, Sleeman, Molson, Backus and Johnson, and many more. Now with crafts on fire, there are close to 3,000 breweries with more coming.
Just recently a new website www.BrewTrail.com was established and it lists every brewery (2,538) in the US including detailed information on each. One can even create and follow their own “brewery trail” highlighting tasting rooms and hours. A great idea!
Take time to visit these breweries, but remember for them, success is a journey, not a destination!
Leave a Reply